When you show your ads to someone, you have a fraction of a second to capture their intention and compel them to stop to look at your ad. Not just this, even after your ad, you need to be able to land people on a landing page that is equally (if not more) engaging so that people actually buy your product. 

For you numbers people out there, let's put it this way:

The better the content, the higher your CTR, and the cheaper your website traffic. This reduces your customer acquisition costs (CAC), and increases your ROAS. The bigger question, however, is how does a business owner understand what content works and what doesn't?

This blog will help you figure out how to communicate with your audience. But a prerequisite to this step shall be to know what to communicate.

Foundation to building relevant content

To understand what exactly you need to communicate with your audience you need to give a great amount of thought to your target audience. Our recommended way to approach this is to build customer personas. 

If you haven’t already, also read our blog on Customer Personas

After you’ve identified your customer personas, you need to know how to relay this information to your audience.

Content Themes

These are broad headers that you can use to categorize what you want to communicate.

• Solution / Application 
• Personal Story / Philosophy 
• Pain/Problem 
• Results
• Questions / FAQs / Anxieties
• Authority 
• Testimonials 
• Process / Method 
• Hooks 
• Uniqueness

Here’s our Content theme blog wherein we discuss these major themes in detail.

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Content Building Blocks

Once you’ve identified what to communicate, there are a few ways that you can take to do so. There are a few marketing frameworks that exist to help people think about this objectively. What a framework does is, allow you to create a process to start churning out content seamlessly. All you would have to do is place the building blocks (ad copies, creatives, etc) within a framework and execute your idea. After identifying a framework that works for you, you can start working on the actual content.

Here’s a link to our Content Framework Blog wherein we have shared the types of content frameworks you can adopt for your business.

Ad Content

Headline

A headline is the title of an article, newsletter, or other piece of content. It is the first thing that a customer sees, and one of the most important components of an ad because of this. Think of great ad headlines like the flashy displays you see in store windows every day. They’re used to stop the customers in their tracks, make them picture themselves owning whatever it is you’re selling, and make them cross the psychological threshold and buy it.

Primary text

The primary text is a short description that tells the customers about the product, service, offer, etc. On Facebook, the primary text appears at the top, below your account name and above the ad creative. Only the first 125 characters will show, but you can write more. Try to keep the text short and simple, large texts clutter the ad.

💡Teal Tip: Make your primary texts short and simple, as the large text will clutter the ad.

CTA

A call to action is the part of your advertisement that tells your target audience what action they should be taking once they see your ad. Usually, the ads which are promoting a product have CTAs like “Shop Now”, “Add to Cart” etc and the ads which are being used to market a service have the CTA- “Learn More”.

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Below are tips on how to create ad copies that help you to sell

Headline

The headline in an Ad is essentially the key message that will capture the attention of the prospect. You can use one among the headlines derived from the foundational elements. The headline of the ad needs to be precise, and clear and must be benefit-oriented so that anybody scrolling by, immediately gets a clear sense of what the ad is all about. The headline can also be funnel-specific.

Example: If you are providing a free E-book, you can mention that in the headline.

Teal Tip: The key element to keep in mind is that it should clearly state the value the customer will receive when they take the action you are asking them to take.

‍Description

The key purpose of the description is to elaborate on the headline and get the person to click on the Ad. We should ideally keep it at a character limit of 90 characters.

Primary Text

You can follow the structure of AIDA

Attention

Grab the prospect’s attention by -

1. Using your headline or
2. Referring to their problem in the form of a question or
3. Referring to their desired result and where they are stuck at.
4. Referring to the core benefit you provide.

Interest

Set the stage up for your product/service by explaining the benefit further and also by using an exciting tone, if necessary.

Desire

Build desire within the prospect by providing a Full list of benefits/ Credentials/ Building the case or proving the case/ Testimonials or Endorsements/ Independent Analyses or recommendations.

Action

Finally, ask the prospect to take action in the form of visiting the website or making a purchase.

Example

Creative Funnel Content Types

Single Images

These creatives allow you to show off your product, service, or brand using a single photo. There are 6 key characteristics that perform the best in terms of creatives in Facebook advertising, these are- Smiling women/happy people, eye-catching color combinations, logos, offer/key benefit within the image, children/pets, and funny or odd images.

Videos

Video ads help to convey a story, improve sales volume, create buzz, convey information concisely and captivatingly, and reach a wider audience. These usually have a short and informative segment that promotes a product and is played before, during, or after the main video.‍

Carousels

Carousel is an ad format that can be used to convey a story to your audience through images and videos in a single ad unit. Platforms like FB/IG allow you to showcase up to 10 images or videos within a single carousel. 

💡 Teal Tip: Carousels are the most effective when you’re trying to simultaneously promote different products or services.

Augmented reality

Augmented reality ads enable marketers to create ads that the customers can engage/interact with. These ads allow you to connect audiences with your business and products using their camera and monitor. For example- FB allows you to add AR camera effects to mobile ads on FB feed, IG feed, and IG stories.

Visuals contribute to 75-90% of the performance of the ad.

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Performing Content

There are 6 key characteristics that perform the best in terms of creatives in Facebook advertising as per (source)

Happy people/smiling woman

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Bright, colorful, and eye-catching images

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Logos

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Benefits/Value Proposition/Offer in the creative

Children/Pets

Funny/Odd

Video-creatives

Here are 11 themes that are proven to work for engagement/conversions and can be used to create good results for your business -

Explainer

Example

Product-demonstrations/ Applications

Videos of actual demonstration of the product usage/ application.

Video Link
Video Link

User-generated content

A video of your customer using your product can be highly valuable in your marketing.

Video Link

Customer Testimonials

Testaments about your product/ service’s performance are a key credibility-enhancer.

Video Link

Video Link‍

10-second feature demo video

A quick demonstration of the main feature of the product has proven to work well in a lot of brands’ ads.

Ad Link

Video Link

Endorsement videos - celebrity/influencer

A celebrity/ influencer endorsing the product helps in building credibility around it.

Link 1

Link 2

Interviews: Team-member/ Industry expert/ celebrity/ influencer

These help in educating and building more connections with the audience.

Link

FAQ’s around the product/service

These help in removing certain anxieties the customer might have around the product.

Link

Problem & solution -explainer videos

What larger problem does your product help solve? What impact does it really have?

Link

Offer video

A special and exclusive offer drives conversions.

Ad Link

Ad Link

USP Explainer video

Unique selling proposition helps in distinguishing your brand in the marketplace.

Ad Link

Product-comparison videos

Comparison of performance with the competitors helps in making a case for your product.

Ad Link

💡 Teal Tip: Further guidelines to get your best creative

• Keep the creative relevant to the product/service being offered.
• Make the creative relevant to the prospect.
• You can research what ads are currently being used in your industry using Facebook Ads Library and derive inferences from your competitors.
• In the case of videos, the best-recommended ones are story-based that follow the structure of AIDA: Attention, Interest (can be built using a story in the video), Desire, and Action.

Landing Pages

The landing page content is very important as it helps to convert more traffic. They should be focused on one goal or call to action by providing information about a specific offer or item.

💡 Teal Tip: The amount of content should be limited and simplistic to keep the visitor focused on the goal rather than distracting them away from the page.

Your landing page is the key conversion tool for making the prospect become a lead or make that purchase. We scanned through some of the best-converting landing pages and tried to identify what leads to a high-converting landing page. This is where the effort we made at the start of figuring out our foundational marketing elements will become fruitful. All the elements designed there, namely headlines, testimonials, Key benefits, offers, proofs, PR, and USP - come in handy to construct the best-converting landing page.

Ideal Flow For A Typical Landing Page

The following flow can work best for a typical landing page:

Please note that the Top Section should cover the entire screen when the customer lands on the website so that they can take action comprehensively if needed. The rest of the flow can correspondingly follow through.

Here are certain key pointers to keep in mind when creating your landing page:

1. Everything that is relevant and important to the customer should be at the beginning section so that anybody landing on the page gets a holistic understanding of what the brand and its offer are about.
2. Don’t keep any vague titles/information on the webpage.
3. Keep the main focus on the core benefit and try to build a story out of it. Don’t give too much information.

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Real-Life Example

Below we’ve given a teardown of a landing page of Segment.io to help you understand how to create a landing page that helps you to achieve a great conversion rate.

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Thank you Page Content

It is the page that your visitors, leads, and customers see right after filling out and submitting a form on a landing page or webpage. This is usually the last element in the lead generation/ purchasing process. The message which is on the thank you page can make a huge difference in inducing brand loyalty, repeat purchases, and more. 

💡 Teal Tip: Thank you page content can also be a perfect opportunity to upsell. You can also display your site’s navigation menu to let the users get back to your website.

Thank you pages are where the customer lands after they have made the final purchase.

It makes sense to give them some reassurance after they have made the purchase in order to allay any post-purchase dissonance. This can be done by re-affirming the purchase and how wise they were in making that decision. Including some testimonials on this page also helps.

This can also be a good Upsell/Cross-sell opportunity where they are given recommendations based on their current purchase.

Example 1

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Example 2

A Thank you page can also ask for referrals or Social Media mentions.

Example 3

They can also be used to conduct customer surveys.

VIP Waitlist/ Discount List Thank you page 

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Example of the above template

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E-Book Download Thank you page 

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Email for Thank You Content

Writing a thank you email and expressing gratitude shows your customers that you value their relationship. As buying is becoming more and more of an online thing, one way to humanize the relationship between your company and your customers is to say thank you. Typically these types of emails are sent when the customer places an order, writes a positive review, signs up for a newsletter, etc.

Pop-up Content

Pop-up is a window that appears suddenly on the screen often for advertising. They seem unnecessary and annoying but are important because if they are created correctly and have the right content they can be used to promote specific content, quickly grab attention, generate urgency, collect emails, and reduce bounce rate.

Even though pop-ups can be annoying (when used incorrectly), they’re incredibly effective at driving conversions, increasing email lists, and encouraging users to convert. Here are a few facts/ figures about the efficacy of Pop-ups-

• The top 10% of highest-performing pop-ups averaged a 9.28% conversion rate.
• Only 3 out of 100 people ever have pop-ups with conversion rates over 11%.
• The average conversion rate for all pop-ups is 3.09%.

Purpose Of Popups

When used right, pop-ups aren’t annoying; they are helpful. They can be used for various purposes such as-

1. Get more email sign-ups
2. Keep users on-site
3. Drive sales (by the use of exit intent pop-up)
4. Offer discounts and coupons
5. Display social proof, etc.

Best Performing Popups: Examples

Below we’ve given a teardown of three of the best-performing pop-ups.

Blueland

Pop-up to get more email sign-ups using a coupon.

Victrola

Pop-ups to double up on deals.

Leadfeeder

Pop-up to collect leads for retargeting.

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Catalog Content

This is a container that holds information about the items that you want to advertise/sell. In a catalog ad, companies can be used for various purposes like- showcasing all of their products/services or all the variants of a product/service, etc.

One of the best ways to make a catalog eye-catching is to add a frame to it. Here is a scribe explaining how to add a frame in a catalog ad.

ATC Content

The content used in the add-to-cart page should be very focused on getting the customer to explore other products which you sell and add them to the cart. The content on the ATC Page should ideally have an option of exploring other products/ services that the brand has to offer and it may also go inline with the upsell strategy.

💡 Teal Tip: The amount of content should again be limited and make sure that the customer takes the step that you want him/her to take, which in most cases after an ATC initiates checkout.

Upsell Page Content

An upsell page is used to promote top-level products or additional features that customers can avail of if they pay more. You can increase the average order value by offering a wider range of features that are a better fit for the customer’s needs. An upsell page does a lot of things like- increase profits, increase customer loyalty, increase lifetime value and increase customer satisfaction by providing them with more value. 

Upsell pages are set up in the midst of the conversion funnel in order to sell complementary products/services that can add more value to the overall transaction that the prospective customer is making. It should ideally make the purchasing decision bring more value for the customer.

Key Questions To Keep In Mind

Key questions to keep in mind when designing the content for an upsell page:

1. What is your offer? Its details.
2. Why does it make sense to take up your offer when the customer is already making the purchase? (You can also use some customer statistics) - For Eg: 30% of our customers who buy Product X come back to repurchase Product Y within the first 3 months of their purchase. You can also explain how the offer is really complementary to the current purchase.
3. What’s the value for the customer in taking up your offer?
4. Why is it an exclusive offer for the customer and why should he act immediately?

Examples

Some upsell page examples -

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